Two Way TV strikes interactive gameshow deal

Two Way TV has unveiled a three-way deal with Pearson, Flextech and Channel 4 to turn a number of the channels’ flagship gameshows into interactive programmes for its digital viewers.

Two Way TV has unveiled a three-way deal with Pearson, Flextech and

Channel 4 to turn a number of the channels’ flagship gameshows into

interactive programmes for its digital viewers.



The interactive quizzes will allow viewers to play fully synchronised

games in real time with the option of playing for prizes.



Family Fortunes, 100 per cent, Strike it Lucky and Whittle, which are

broadcast on Challenge TV, Flextech’s dedicated games channel, will only

be available in the interactive format to digital cable viewers. Fifteen

to One will be available on digital cable via Channel 4.



Viewers can access the interactive versions of the gameshows by clicking

on an icon. This enables them to play against members of their family,

the studio contestants or other viewers in the UK.



A league table showing the top players will be displayed at the end of

each game.



Customers also have the option of playing for money, which will be

charged to their subscription account.



Two Way TV’s head of international rights Anthony Rob-John said the

deals were attractive for TV stations and advertisers. Trial results

show that the interactive service increases programme ratings by 30 per

cent during peaktime viewing. All advertising revenue will go directly

to the media owners.



Rob-John negotiated the deal with Jonathan Webb, brand development

manager at Flextech, and Channel 4’s brand development unit.



Two Way TV launched a 24-hour interactive games channel at the beginning

of March and plans to introduce advertising on the channel once it can

claim a sizeable audience.



The interactive games service is now available in Cable & Wireless

digital homes and is set to roll out on Telewest in June. The company

also confirmed that it is involved in negotiations regarding running the

service on NTL.



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